Diwali, the festival of lights, marks the time when millions of Hindus, Sikhs and Jains across the world celebrate the triumph of good over evil with beautiful rituals such as festive lights, fireworks, sweet delicacies and family gatherings. We delve into the Diwali story, history and traditions, to find out how Diwali is celebrated and how you can take part in the magical festivities. What is the story behind Diwali?
Each religion marks a different Diwali story and historical event.
In one of the main stories in Hindu mythology, Diwali is the day Lord Rama, his wife Sita Devi and brother Lakshmana return to their homeland after
part of celebrations in some regions.
Another Diwali story in Hindu mythology is that Diwali marks the day Lord Krishna defeated the demon Narakasura and freed the people of his kingdom. After he slayed the demon, Lord Krishna declared it a day of festivities. In some parts of India, people burn effigies of the demon kings in both stories as part of the celebration.
People also celebrate the Hindu Goddess Lakshmi during Diwali. As the goddess of prosperity, wealth and fertility, the romantic Diwali story says that she chose Lord Vishnu, one of Hinduism’s most important deities, to be her husband on the night of Diwali. How is Diwali celebrated?
The word Diwali comes from the
small lamps called diyas and other colourful lights.
Many consider Diwali to be a fresh start, similar to the Lunar New Year in January. Many people clean, renovate, decorate their homes and buy new clothes in preparation for the upcoming year.
Diwali is also a time to settle debts and make peace. It’s common for people to reach out to loved ones who may have lost touch and organise family reunions. In the past, Indian and Pakistani soldiers have exchanged sweets along the disputed border, as a gesture of Diwali goodwill.
If you’ve got a sweet tooth, Diwali is the festival for you. The most delicious tradition is the gifting of mithai (sweets). Friends
For the millions of South Asians who celebrate Diwali – a festival of lights that lasts five days in October or November – a patakhe (firework) is a special sensory experience.
A high-pitched streak of light, an audible pop, a second of anticipation, and a burst of sensation as colours light up the sky with a thrilling crackle.
Those who enjoy Pringles® chips may also undergo a similar sensory experience. The familiar “POP” of the can lid, the anticipation of that first bite, then the burst of savoury sensation with the first crackling crunch from the chip.
As Diwali approaches this year, Kellanova is looking to make that connection more pronounced by putting Pringles top-of-mind as a relevant, compatible snack for the South Asian community during the Festival of Lights.
Working with the multicultural marketing agency Ethnicity Matters, a planned media and marketing campaign was created to promote Pringles to South Asian consumers. The
awareness.
The campaign aligns the joyous sounds of Diwali fireworks with the iconic “POP” of a Pringles can and the crackle of a chip bite. With the tagline “Pop the Patakhe, Pop the Pringles,” the ad will leverage the iconography – sounds and imagery – of fireworks to position the snack as a compatible part of the festival season.
The new “Pop the Patakhe” campaign represents a broader effort by Pringles and Kellanova, to connect with the ethnic communities and new Canadians in relevant ways that evoke their experiences, traditions and nostalgia with new flavours to come next year.
"We are excited to launch the 'Pop the Patakhe' campaign, which underscores our commitment to celebrating the rich cultural tapestry of the South Asian community during Diwali,” says Nicole Gawen, Marketing & Wellbeing Vice President at Kellanova Canada. “This initiative is not just about promoting a snack; it’s about evoking cherished memories and seeing Pringles become a beloved part of festive
